I am looking for an experienced Google Sheets data analyst / dashboard specialist to build a comprehensive, advanced KPI dashboard that tracks the full performance of my webinars — from traffic and registrations through to sales attribution by lead source and lead temperature. This is not a basic spreadsheet. It is a multi-layer Google Sheets dashboard designed to analyse, optimise, and scale webinars profitably. This dashboard will be used by senior leadership to make decisions around: * Scaling paid traffic * Understanding where sales actually come from (warm vs cold) * Optimising webinar content, offers, and follow-up * Forecasting revenue with confidence
Platform Requirement (Non-Negotiable) ✅ Google Sheets ONLY ❌ No Looker Studio ❌ No Excel-only builds ❌ No basic reporting templates The solution must use: * Structured tabs * Clear formulas (no hard-coded numbers) * Pivot tables / QUERY formulas where appropriate * Easy duplication for future webinars
Dashboard Requirements
1. Traffic & Acquisition Metrics * Traffic by source (email, ads, social, affiliates, partners) * Cost per click (CPC) * Cost per registration (CPR) * Registrations by source * Revenue by traffic source * ROI by traffic source
2. Lead Source & Lead Temperature Attribution (Critical) The dashboard must clearly show where sales came from, segmented by both lead source and lead temperature. Lead Source Examples * Warm database (existing email/CRM list) * Cold paid ads * Retargeting ads * Organic social * Affiliate / partner traffic * Direct outreach / DMs Required metrics: * Registrations by lead source * Attendance rate by lead source * Conversion rate by lead source * Revenue by lead source * Revenue per registrant by lead source Lead Temperature Segmentation Leads must be categorised into: * Warm leads (existing database) * Lukewarm leads (previously engaged, non-buyers) * Cold leads (first-touch via ads) Required metrics: * Buyers by lead temperature * Conversion rate by lead temperature * Revenue by lead temperature * Average order value by lead temperature * Time-to-purchase by lead temperature This section must clearly answer: “Are webinar sales coming primarily from warm audiences, cold traffic, or a mix?”
3. Registration & Pre-Webinar Behaviour * Registration conversion rate * Registrations over time * Warm vs cold registrant split * Pre-event engagement indicators * Attendance prediction indicators (based on engagement)
4. Live Webinar Engagement * Live attendance rate * Replay views * Average watch time * Watch-time segmentation (25%, 50%, 70%, 90%) * Drop-off analysis * Engagement scoring (attendance, watch time, CTA clicks)
5. Offer & Sales Performance * Total revenue * Buyers (live vs replay) * Offer conversion rate * Average order value (AOV) * Revenue per attendee * Revenue per registrant * Time-to-purchase analysis
6. Follow-Up & Delayed Conversion * Sales from follow-up sequences * Conversion window tracking (24h / 48h / 7 days) * Revenue split: live vs post-webinar * Email-to-sale efficiency
7. Sales Call & Backend Metrics (If Applicable) * Calls booked from webinar * Call show-up rate * Close rate * Revenue per call * Webinar → Call → Sale conversion flow * Revenue by sales rep (if applicable)
Executive Summary (Top of Sheet) A high-level summary tab showing: * Total revenue * Net profit * ROI * Revenue per registrant * Cost per acquisition * Revenue split: warm vs cold leads * Scale readiness indicator (Green / Amber / Red)
What I Will Provide * Clear KPI definitions and formulas * Definitions for lead source and lead temperature * Sample data structure * Explanation of how data flows * Ongoing clarification during the build This project is clearly scoped and well thought through.
Who I’m Looking For * Advanced Google Sheets experience * Strong understanding of funnels, attribution, and revenue analytics * Comfortable working with large datasets and complex formulas * Commercially minded (not just technical) * Clear communicator Please include: * Examples of complex Google Sheets dashboards you’ve built * How you would handle lead source and lead temperature attribution in Sheets * Estimated timeline to first working version
Budget & Future Work This is an initial build, with potential for: * Automation improvements * Ongoing optimisation * Additional dashboards I am happy to pay for quality work.
Question: Briefly explain how you would structure a Google Sheets dashboard to show revenue from warm vs cold webinar leads.
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